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论文编号：	12238
作者编号：	2320180499
上传时间：	2020/12/16 21:58:04
中文题目：	天津TH房地产项目营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin TH Real Estate Project
指导老师：	张永强
中文关键字：	TH房地产项目；营销环境；营销策略；实施保障
英文关键字：	TH real estate project；Marketing environment；Marketing strategy；Implementation guarantee
中文摘要：	摘要 2020年以来，受到新型冠状病毒这一全球性疫情影响，全球经济复苏持续放缓，对房地产行业冲击较大，开发商愈发重视现金流的安全性。随着一二线城市二手房价格疲软，终端客户的新房置换能力日趋减弱，对开发商而言，调整营销策略迫在眉睫，能够助推房地产项目实现高去化的营销策略越发受到开发商的青睐。房地产项目的产品——商品房受项目所处地块影响较大，与一般商品的营销模式略有不同，项目销售时期的宏观经济环境和竞品情况对营销策略的选择尤为重要。 本文选择天津TH房地产项目作为研究案例，从TH项目的视角出发，以TH项目的营销策略作为主题，积极运用工商管理及营销相关理论知识，逐步分析该项目营销环境，包括宏观环境、行业竞争环境和项目竞争环境，以营销环境分析结果作为依据，通过定位营销、组合营销、服务营销和体验营销等理论，试图选择出最适合项目的营销策略，并分析实现营销策略的实施保障策略，最后得出一定的结论，力求为当前时期我国房地产开发商提供一定参考。 本文研究主要分以下六个部分。第一章是绪论，介绍该篇论文研究的背景和意义，以及研究方法、内容和框架。第二章回顾了相关的重要理论知识，包括环境分析相关模型和相关营销理论。第三章通过分析政治、经济、社会、技术环境分析出天津房地产的宏观环境，同时通过行业竞争环境分析，分析出TH项目所处行业的现状，并运用SWOT分析，确定TH项目的优劣势、机遇和挑战。第四章说明TH项目的市场定位，提出营销组合策略、服务营销策略和体验营销策略。第五章主要从组织、制度、资金、人力资源、文化几个方面，说明如何保障营销策略的实施。第六章是结论，对TH项目开发商的发展提出展望，同时将在未来继续围绕该课题进行研究。
英文摘要：	Abstract Since 2020, affected by the global epidemic of the new coronavirus, the global economic recovery has continued to slow down, which has had a greater impact on the real estate industry. Developers have paid more and more attention to the safety of cash flow. With the weakening of second-hand housing prices in first- and second-tier cities, the ability of end customers to replace new houses is declining. For developers, it is urgent to adjust their marketing strategies. Marketing strategies that can help real estate projects achieve high sales are increasingly favored by developers. The product of a real estate project—commercial housing is greatly affected by the project site, and is slightly different from the marketing model of general commodities. The macroeconomic environment and competitive product conditions during the project sales period are particularly important for the selection of marketing strategies. This thesis selects the Tianjin TH real estate project as a research case, starting from the perspective of the TH project, taking the marketing strategy of the TH project as the theme, actively using business management and marketing related theoretical knowledge, and gradually analyzing the project marketing environment, including the macro environment and the industry competition environment. Based on the analysis results of the marketing environment and the project competition environment, through positioning marketing, combined marketing, service marketing and experiential marketing and other theories, trying to choose the most suitable marketing strategy for the project, and analyze the implementation guarantee strategy of the marketing strategy, and finally get draw certain conclusions, and strive to provide a certain reference for Chinese real estate developers in the current period. This thesis is mainly divided into the following six parts. The first chapter is the introduction, introducing the background and significance of the research of this paper, as well as the research methods, content and framework. The second chapter reviews relevant important theoretical knowledge, including environmental analysis related models and related marketing theories. The third chapter analyzes the macro environment of Tianjin real estate by analyzing the political, economic, social, and technological environment. At the same time, through the analysis of the industry competition environment, analyzes the current situation of the industry in which the TH project is located, and uses SWOT analysis to determine the advantages and disadvantages of the TH project. opportunities and challenges. The fourth chapter explains the market positioning of the TH project, and proposes marketing mix strategies, service marketing strategies and experience marketing strategies. The fifth chapter mainly explains how to ensure the implementation of marketing strategies from the aspects of organization, system, capital, human resources, and culture. The sixth chapter is the conclusion, which puts forward the prospects for the development of TH project developers, and will continue to study the subject in the future.
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